The summer months can be a slow time for many organizations as people take time to appreciate the season. This respite can be an excellent chance for brands to pause and do some re-assessment to decide if they are expressing their values and their relevance to consumers as clearly as possible. Summer can be the perfect time to proactively evaluate and adjust your own brand to the constantly changing business environment. This can be incredibly fruitful: even small modifications could result in a positive, fresh outlook for your brand and, even better, fresh new clients as well.
…this summer could be your ideal time for brand transformation.
As a creative agency, Trillion gets to witness many types of businesses evolving in some form. We are frequently hired by organizations during times of change. In recent years we have had financial services, non-profits, healthcare businesses, and companies about to celebrate a milestone anniversary contact us to request our branding expertise. An important question all organizations should consider right now is this: how have the past three years affected my brand and what new possibilities have been created?
Brand Development Leads to New Opportunities
Changing work and lifestyle habits have hurt some brands and helped others. The curbside pick-up and contactless interactions have led the way for people to feel more comfortable having transactions with brands. Technology and websites are helping brands expand and develop new ways to generate sales—and customers are expecting conveniences from all of us. These things can facilitate new ways to understand and meet your customer’s needs and may lead you to adjust your brand strategy. As always, creative thinking and ingenuity will be the drivers toward new opportunities.
Here are some brand transformations to consider this summer:
- Investing more in online presence and digital transactions
- Developing creative methods of using tools like QR codes to drive engagement
- Creating new identities that more accurately speak to demographics
- Utilizing social platforms to move engagement to conversion
- Leveraging the cost-effectiveness of email marketing
Brand Management Strategies
When companies reach out to us, there are a variety of marketing and branding materials that should be in place. Low-hanging fruit should be focused on first in order to make sure all of the basics are covered.
- Is your messaging up-to-date for the marketplace?
- Are your brand’s visuals and photography relevant and fresh?
- Are your online business listings accurate?
- Where are you focusing your marketing energy and dollars?
- How are you tracking the efficacy of your marketing efforts?
Brand Management That Creates Trust
Creating trust and relationships with your customers is more valuable than ever. With many brands (banking, tech, big box retail) going through turmoil, there is value in being reliable and steady. In the face of economic uncertainty, aligning with changing priorities of your customers can lead to new growth. Find ways to be helpful: now is the time to elevate your customer service department and build more brand loyalty. Think about when someone told you about a positive brand experience and how that interaction was the pivotal moment when a brand ambassador was created. Go above and beyond what is expected from your brand. Free local delivery, value-added benefits, instant online chat, and enhanced product offerings will pay dividends in the long run.
Keep An Eye On All Forms of Analytics
People are consuming information differently, so marketing efforts that have worked in the past may be lagging. We like to keep an eye on statistics and analytics for websites and digital marketing so adjustments can be made immediately. Data highlighting web pages or ads that are being interacted with at a higher level could reveal opportunities for generating additional content or modifying your advertising.
Brand Development Moving Forward
Proactive businesses and non-profits are already planning for the fall and holiday seasons. Inflation and the uncertain economy are creating a sense of insecurity, so flexibility in your messaging is critical. Being sensitive to shifts in the marketplace, the global economy, and the social/political landscape can keep you ready to react to your customers’ needs and fine-tune content appropriately.
Is Your Brand at a Pivotal Moment?
If you are asking yourself how to achieve successful brand transformation, give the team at Trillion a call. One of our partners will respond promptly to discuss methods that could be beneficial. You can complete the simple contact form or give us a call at 908.219.4703.
